Game Changers #7: FC Porto’s Strategy for Bringing Fans Closer to Players

As fans extend their passion beyond the stadium, football clubs are turning to new technologies and digital platforms to build stronger connections and engage with their communities on a global scale.

In this Game Changers interview, we have asked Bárbara Borges at FC Porto’s Marketing & International about recent changes in fan culture, the Club's initiatives to deepen its connection with supporters, and some exciting current projects, such as the official FC Porto Fanzone in Football at AlphaVerse.

What changes have you noticed in football fan culture recently? Any big ones that stand out?

Fan culture and fan engagement have really taken off in the last few years. It's not just about the 90 minutes on the pitch anymore. Social media, in particular, has brought fans closer to players and clubs in new ways. There’s a growing interest in behind-the-scenes content and areas typically restricted to the ordinary fan. The digital world has significantly changed how fans interact with clubs and access information. They know much more about players' personal characteristics and personalities now, which makes them feel even closer to their favorite stars.

How is your club responding to these changes?

FC Porto has always been attentive to these trends and strives to provide its fans with more ways to get involved with the Club and its teams. We create and diversify opportunities to bring players closer to fans, while also focusing on content that highlights what goes on beyond the matches. This helps keep fans interested in the teams and the key figures involved.

FC Porto is one of the pioneering clubs that have realized the potential of the blockchain and the metaverse. Can you tell us more about your initiatives?

These projects reflect our commitment to expand fan experiences beyond conventional channels. Earlier, we partnered with Upland to create new digital experiences for fans and offer them opportunities to collect club-related digital assets and memorabilia tied to real-world locations associated with FC Porto. Fans can also hold FC Porto Fan Tokens, a digital asset created in collaboration with Binance. Recently, we have partnered with Football at AlphaVerse to create the Club’s Fanzone in the metaverse.

Why should fans be excited about the FC Porto Fanzone in Football at AlphaVerse?

Porto fans have a lot to look forward to. The FC Porto Fanzone will give visitors a full Porto experience with news, games, virtual events, and exclusive behind-the-scenes content. Fans can explore our club's history and legendary players in the Museum and Walk of Fame, as well as discover the city of Porto's landmarks, including the Estádio do Dragão. We hope to strengthen our connection with supporters, bringing them closer to FC Porto in a digitally immersive way.

Looking ahead, what do you think are the most important trends or challenges that will shape football fan culture in the coming years?

The biggest challenge is keeping people deeply interested in the game, especially the younger generations. They are used to fast-paced entertainment that differs greatly from a 90-minute football match. Clubs need to find ways to capture the attention of younger fans. It’s really important to reconnect players with fans and make it easier for them to follow and identify with their idols. I think we'll see a continued trend towards greater digital engagement.

Explore the FC Porto Fanzone to discover its amazing offerings for Portistas. 

Check out our previous Game Changers interviews:

6 New Trends in Football Fan Culture - Introduction to the Game Changers Series

Game Changers #2: SC Braga’s Innovative Strategies to Engage with a Global Fanbase

Game Changers #3: How Norwich City Is Shaking Up Fan Engagement

Game Changers #4: Real Sociedad’s Journey to a Global Fan Community

Game Changers #5: São Paulo FC’s Unique Take on Modern Football Fandom

Game Changers #6: How Real Betis Keeps Fans at the Heart of the Club